On "Google Ads Book Buttons Expand To Search & Performance Max"

This is less about Google adding features and more about Google finally connecting the dots between its own products. Book buttons in Search and Pmax make sense because they should've been there already—Google has the intent signal, the conversion path, and the partner network. For travel and services verticals this is table stakes now, but the real story is that Google keeps finding new surfaces to own the entire funnel instead of handing off to your site. If you're in hospitality, local services, or travel, you're no longer building a booking flow—you're optimizing for Google's booking flow, and the distinction matters operationally.